WHY TOPSHOP? > I shop at TopShop Myself >Interesting to research a shop I purchase items from regularly because I’m not one to check the labels >I’ve never really looked into the brands current reputation or what others think about it > Although they do well as a brand, a number of problems they face and improvements they could make came to mind straight away > Practical Recommendations >It’s not outdated, still very relevant
CURRENT MARKET POSITION & BRAND HISTORY > ‘A global fashion and beauty destination that connects women with the new and the next in style and culture.’ (Arcadia, ND). >Originates from London, claim to demonstrate diversity through clothing, petite, tall, maternity but dont even have plus sizes available??? >They have premium lines, Boutique (more luxurious) and TopShop Unique which is shown at London Fashion Week (every year since 2005) >Mulitple collabs with Designers and Celebrities (Beyoncé, Kate Moss, Cara Delevingne) >TopShop has a lot of competitors >Good quality for the price you pay even if it might not be the cheapest brand >Zara and H&M seem to be overtaking, TopShop is being overlooked by consumers because other brands have more/better things to offer >It might not be as relevant as it used to be BUT it’s still a very popular highstreet brand with reliable clothing
FINDINGS/METHODOLOGIES > Group survey: Not a lot of people were aware of how unsustainable Topshop is >Main target market is 16-30 year olds BUT that sometimes might not be practical for someone as young as 16 because of their prices > Staff in store don’t really like talking about the brand and asnwering questions >There is currently a lot of negative news surrounding Philip Green, chairman of Arcadia group, giving Topshop and multiple other brands a bad reputation >In 2007, Topshop was accused of using Third World Sweatshops where workers were paid 40 pence an hour for over 70 hours a week of work and there is rumours that the same happened when creating BeyoncÊs Ivy Park Collection >Topshop are very active on social media, using it to promote and connect with their customers >The online website is easy to use and organised always displaying the latest promo offers
RECOMMENDATIONS >TopShopPLUS- Bigger sizes, something available for all body types >Be more consistent, sell the same collections in all of the stores, not just a few, or don’t sell them instore at all, have them as an online exlusive >As well as stocking and selling other sustainable brands (Cow) make TopShop more sustainable, (there is currently no permanent ecofreiendly collection) it will result in a more positive reputation >Be more diverse with the models used, like River Island >Bigger mannequins: A lot of people have complained because they are too skinny and it’s not really the best way to present the brand to consumers because they’re then questioning their own body image >’Older’ person range: As well as stocking for all sizes, stock for all ages too, children, mothers, etc. >Create a Homeware range, to bring the consumers in even itf it’s not for clothing, TopShop will still make profit from it
FACTS > Topshop was the very first high street brand to appear at London Fashion Week back in 2005 >Apparently a pair of jeans it sold globally every 10 seconds which is surprising because you can get better quality jeans elsewhere (that don’t cost £45 and don’t fade after 2 washes) >There is no plus sizes but they have just decided that they are going to make their jeans in half sizes >Started as Peter Robinson’s Top Shop in Sheffield in 1964